Scholarship Fundraising Toolkit Standard practices for Alumni Groups to engage donors through branding, communication materials, events, and strategic partnerships.
Page 1 Contents 1. Branding & Communications... 2 Values of Your Group... 2 Elevator Pitch... 2 Mission Statement... 2 Timeline of Goals... 2 2. Fundraising 101... 3 Annual Gifts/Solicitations... 3 Elements to Remember:... 3 Major Gifts/Naming Opportunities... 6 Impact of Major Gifts... 6 Opportunities for Recognition... 6 Planned Giving... 7 In-Kind Donations... 9 Stewardship... 12 3. Student Applications Overview:... 17 4. Events with a Fundraising Purpose... 18 Event Logistics... 19 5. Best Practices... 23 How to Start a Scholarship Fund... 23 Engaging volunteers... 23 6. Contact Information... 27 Campus Partnerships... 27 Campus Resources... 27 7. Statistics... 28 Alumni Scholarships:... 28 UCLA... 29 State Funding... 29 New Achievements... 31 Academics... 32 Financial Need... 32 Diversity... 33
Page 2 1. Branding & Communications It is important to establish a brand for your group and remain consistent with this brand throughout all communications and interactions. A brand helps donors hear about, remember, and connect with a specific group. The purpose of a brand is to establish an emotional connection with the donor, which helps with engagement, fundraising and stewardship. Values of Your Group In considering any additional values of your specific group, keep in mind that the Diversity Alumni Groups are based on the following six values: Honesty, Community, Education, Empowerment, Inclusive, Diversity Elevator Pitch The pitch itself may take a few iterations and practice to develop a persuasive and compelling (but brief!) story. Components: Who you are and what you do What the organization does/its mission statement Why should your audience engage with you? o A call-to-action or opportunity to highlight for the donor/audience Avoid using any jargon or unnecessary formality Mission Statement What does your organization do? What differentiates your organization from others? Tailor your message to the individual or group you are addressing. How does your mission relate to the donor? Timeline of Goals Establish a timeline in terms of building a pipeline, establishing partnerships, and reaching fundraising goals. Things to consider: Trends of past giving: Look at historical giving to your specific group and set goals for the following year according to funds raised and the number of donors contributing these funds. Leverage Network and Community milestones (eg. 10 th Anniversary) as engagement and funding opportunities Set goals that are realistic with your current volunteer base and resources. Keep in mind volunteers capacity for certain types of events and time commitments
Page 3 2. Fundraising 101 Annual Gifts/Solicitations Elements to Remember: Establish and maintain a web presence with language associated with giving, showing impact or updating constituents on progress and goals Keep development goals in mind throughout communications o Eg. If you are interested in making a donation, please visit [web page] here. o Eg. Our fundraising last year made it possible for x students to attend UCLA and pursue their goals Please note that these email templates are currently being used by the Office of Scholarships and are to be used for reference only. Please do not duplicate language; instead, please use as a guide to creating your own templates.
Sample Constituent Update Email: Page 4
Sample Solicitation Email: Page 5
Page 6 Major Gifts/Naming Opportunities Contact the Development Office if you have identified a potential major gift prospect o Explain the connection that you or a member of the group has with this prospect o Also include the reasoning as to why you think this prospect has potential to be a major gift donor o Assess the willingness of the donor to be involved in a meeting with the UCLA Development Office Additional benefits of including the Development Office: o We may have an established relationship with the donor o We have the support system and experience to assist in navigating these interactions Impact of Major Gifts Of the $1.61M raised in FY16, 84 were gifts larger than $10K The remaining $980K was raised in gifts of less than $10K from 10,586 donors Major Gifts have the potential to make a huge impact on our goals from a handful of donors Opportunities for Recognition Be sure to give special recognition to major gift donors at events o Emphasize how meaningful the gift from the donor is to the Alumni Group Naming Opportunities o This is a great way to grow the endowment for the particular group, especially with those vested in the Alumni Group o This also promotes involvement and continued engagement between the donor and the Alumni Group o Provides opportunity to continue funding indefinitely while maintaining the branding of the fund itself o An opportunity for the donor to leave a legacy
Page 7 Planned Giving Planned Giving does not only include estate planning but also includes trusts, gift annuities, and IRA rollover.
Page 8 For additional samples of Planned Giving documents (such as Giving through your Will or Trust, or Charitable Remainder Unitrust), please contact the Office of Scholarships and Student Support Initiatives (uclascholarships@support.ucla.edu)
Page 9 In-Kind Donations The gift amount and tax-deductible amount are not printed on the receipt, this information is usually provided by the donor on the Deed of Gift Form o The Deed of Gift form is signed off by the donor, the Department, and Gift Acceptance and sent along with the receipt to the donor.
Sample In-Kind Gift Receipt Page 10
Sample Deed of In-Kind Gift Page 11
Page 12 Stewardship Stewardship is relationship building that takes place between the donor and the UCLA unit to which they donated. When stewardship best practices are followed, the donor is more likely to give after their initial gift. Stewardship activities include acknowledgements (including thank you letters), impact reports, information about student recipients (if for scholarships) and general updates on the performance of their fund. Your group will be notified of any new student recipients during the Fall Quarter. If you get a response to a thank-you card with a request for more information, treat this as an opportunity to engage. Pay particular attention to those who have given lower gifts but have a high capacity to give. Part of stewardship is sharing a measure of impact with the donor and your constituents. Things to keep in mind: o Share the impact that a donor s gift has had on UCLA o Include impact pieces in regular communications in an aggregated manner with all constituents. This helps to encourage others to give to make a similar impact. Note that the below sample Thank You letters are meant to serve only as a sample. Use letterhead specific to your alumni group and create a template to have specific stewardship, to supplement the administrative donation confirmation that is issued by UCLA.
Sample Thank You Letter #1 (with recent interaction): Page 13
Sample Thank You Letter #2: Page 14
Page 15 Sample of Donor Reports - to be included in the future, once these reports have been generated
Page 16 Sample Stewardship Language for Diversity Groups: Please note that this language is being used for stewardship by the Office of Scholarships. Please use only as a guide and modify to fit your tone and purpose. Eg. Your gift to the UCLA Asian Pacific Alumni Scholarship Fund ensures Asian Pacific Bruins have the opportunity to pursue an incredible collegiate experience without shouldering great financial burden. Through your support, you continue to build this community of Alumni Scholars and provide them unparalleled resources to connect them to their dreams.
Page 17 3. Student Applications Overview: Applications can be reviewed in a group setting (in-person) or virtually by a pool of more than 1,000 volunteers Deadline to apply for Freshmen is in February, deadline to apply for Transfers is May (however, both deadlines may be pushed earlier to coincide with Financial Aid announcements) Freshmen Sample Selection Cycle Timeline Saturday, February 20 Volunteer Information Session Southern CA Sunday, February 21 Volunteer Information Session Northern CA Friday, February 26 Freshman Application Deadlne March 17-18 Receive admissions data Prepare application review packets Saturday, March 19 Freshman Application Review Session: Virtual Sunday, March 20 Freshman Application Review Session: Fresno-Central CA Orange County Anaheim Friday, March 25 Cesar Chavez Holiday, Good Friday Saturday, March 26 Freshman Application Review Session: Los Angeles San Diego La Jolla Sunday, March 27 Easter Holiday Saturday, April 2 Freshman Application Review Session: Santa Clara New York Sunday, April 3 Freshman Application Review Session: Walnut Creek Washington DC Sunday, April 3 - Midnight Virtual and all event scores due April 4 5 Scores compiled. Sent to statistician for normalization April 4 8 Finalize regional interviews with volunteer networks Invite candidates for interview April 6-10 Regional Freshman Interviews April 12 13 Award 1 st Round of Freshman Alumni Scholars Invitation to Bruin Day Invite National Finalsts Saturday, April 16 Bruin Day / Cal Day Friday, April 22 Passover Holiday Begins Saturday, April 23 Alumni Scholars Club Welcome Day Sunday, April 24 National Finals Transfer Students Sample Selection Cycle Timeline Date(s) Description
Page 18 Sunday, May 1 May 3-17 Saturday, May 14 Tuesday, May 17 - Midnight Wednesday, May 18 May 19-20 Wednesday, June 1 Community College Transfer Application Deadline Virtual Application Review Bruin Transfer Day Scores are due Scores compiled. Sent to statistician for normalization Award 1 st Round of Transfers Transfer SIR Deadline Sample Scoring Rubric 4. Events with a Fundraising Purpose When planning an event with a fundraising purpose, please share your invite list with the Development team. The Development team may be familiar with some of your attendees and be able to provide you with valuable information. The Development team can also help with establishing fundraising goals for the event based on past experience. Before planning an event, determine the following: o Purpose of event
Page 19 o o o Set goals in terms of the outcome of the event (eg. fundraising level, new members, donor engagement, etc.) How to engage students What approval is necessary Event Logistics Pre-Event Checklist: Save the Date o Choose date and time (if students are involved, avoid midterms and finals as much as possible) o Choose location (based on # of guests, tone of event, time of year, check whether in-kind gifts are an option) Reserve venue o Check with Development Events to confirm no conflicts in their schedule o Contact key staff to reserve their time on calendar o Send Save the Date mailing approx. 1.5-2 months prior to event o Coordinate with Catering Compile guest lists o Internal o External Student invitation o Send approximately 1 month prior to event Donor Invitation o Send approximately 1 month prior to event Staff invitation RSVPs due ~2 weeks prior to event o Follow Up: Call students and donors to secure remaining RSVPs Schedule briefing with key staff o Develop briefing document o Approximately 1 month in advance Parking required for any attendees o Obtain parking passes o Provide parking instructions to attendees via reminder email Request any dietary restrictions of attendees Email reminder with additional information o 1 week in advance o 2 days in advance Create document with details on donors giving history, areas of support, UCLA affiliation, etc. for engagement at event Source a photographer/videographer Create program for event details (including itinerary, speaker bios) o Walk-through of program and venue
Page 20 Day-of Event Details Name tags printed Students Donors Admin/staff Table tents printed (if applicable) Catering coordination Photographer direction Request thank you letter from Chancellor (if applicable) Request thank you letter from key staff Send flowers Send thank you letters to internal staff
Page 21 Templates Briefing for [Name of Event] Date: Time: Location: Arrival Time: Attire: Event/Staff Contacts: Staff Attending: Event Purpose, Goals & Objectives: Talking/Discussion Points: Long Term Strategy: Event Format & Program: Post Event:
Page 22 Name Tag Template «first_name» «last_name» «class_year_degree» «children_class_year» «pref_business_title» Student Instructions Template Thank you for joining us for the [EVENT NAME]. The purpose of this event is to celebrate and recognize [EVENT PURPOSE]. During the event, you will be seated with UCLA alums, donors, and staff who are interested in hearing more about your time as a UCLA student and specifically how [SCHOLARSHIP/CENTER/FELLOWSHIP/ETC.] has impacted your time on campus. Please think about the questions below before the event. We recommend you use these topics during the luncheon to foster conversations with others seated at your table. Please only share personal stories or hardships to the extent you are comfortable. Why did you choose UCLA? What activities or causes are you involved in on campus? How has [SCHOALRSHIP/CENTER/FELLOWSHIP/PROGRAM/ETC.] supported you as a student? If you are speaking with an alum, donor or staff, you might also consider asking them some of the following questions to foster a conversation: How have they been involved with [CENTER/PROGRAM]? What is their favorite memory from campus? Why did they choose UCLA? Here are a few quick reminders about the luncheon: Arrive no later than [TIME] at the [LOCATION]. Dress is business casual (i.e. no jeans or t-shirts). We strongly encourage you to wear blue and gold. Please refrain from wearing red. If you run into any emergencies on the day of the event, please contact NAME at phone number. Thank you again for joining us at the [EVENT]!
Page 23 5. Best Practices Engaging students today fosters an alumni relationship for the future Have the students speak at events, be featured in newsletters, and included in any other marketing materials o Whenever possible, use student quotes to personalize the message Partner with the Development Department How to Start a Scholarship Fund If a donor would like to start a scholarship fund, make sure to show your gratitude and express how much this gesture can help UCLA students. Eg. Thank you for considering UCLA for such a generous gift. This is a great way to help our students bridge the gap between the rising cost of education and declining State support for Higher Education institutions. Contact the UCLA Development Office Things to consider: o Does scholarship criteria requested by the donor ensure that it will best serve the University and the receiving student? o Do the scholarship criteria allow for a reasonable number of qualified students? o Does the amount appear to be sustainable for annual awarding of students? o Are there any existing scholarship funds that serve the same purpose? o Are there current campus initiatives that are similar and may detract from giving to this scholarship? Engaging volunteers Remember: From Westwood to the West Indies, there is a role for everyone Volunteers are needed to serve as leaders, participate in the selection process, be engaged with the scholars, help sustain and grow the program through donations and outreach, and advocate for scholarships through their communities, networks, and friends Alumni participation rate is currently hovering around 10%, meaning there is a great opportunity for increased participation in coming years!
Page 24 Sample Volunteer Engagement Document We need you. - Give. Make your financial commitment to scholarships, fellowships and student program support today, through cash, securities gift, and/or planned gift. Connect. Get to know UCLA through Student Affairs outreach and networking programs, our myriad of student organizations, and our website/social media. Share your ideas on how we can better engage alumni and friends with key campus initiatives that have the greatest impact on our current and future students. Learn more. Understand the case for supporting UCLA scholarships and student programming. Be an advocate by sharing our campaign goals with other alumni and friends. Be able to answer Why should I support scholarship programs? Get active. Become involved. Attend UCLA events both on campus and regionally. Invite friends and classmates to join our events. Utilize the great resources UCLA has to offer for everyone in the community. Share with your friends why being involved with UCLA matters - and what it means to you. We are ready to help find ways for both you and our community to be better connected. Engage. Introduce your networks to our UCLA and our scholarship team by hosting small regional gatherings. Invite key UCLA leaders to hosted gatherings for the opportunity to share our vision with others. Be an ambassador. Show your Bruin spirit with pride! Talk about student support initiatives at UCLA functions. We want to ensure that all of our campus partners are aware of the importance we have in the lives of our current and future alumni. Connect with your networks throughout the world to communicate the value of scholarship support. Bring informational materials with you wherever you go. With over 500,000 living alumni, you never know when you will bump into a fellow Bruin. Stretch yourself. Schedule time to introduce Student Affairs directors and program leaders, as well as our development team, to a prospect in your network, and inspire them to get connected through various avenues. Make yourself available to join the Student Support Initiatives team on meetings with prospects to tell your story and explain why you support our work. Meet with development staff to be a part of reviewing lists, identifying prospects, and making personal connections. Share our community. Our alumni are proud of their school spirit. As a UCLA insider, you will have the opportunity to engage with alumni to find out what makes them True Bruins. Learn more about their experiences and how they would like to be a part of our family. Let those personal stories inspire you, energize you, and give you a greater sense of pride when you say, Go BRUINS! On behalf of every UCLA student who has received a scholarship or been involved in a campus organization, as well as more than 40,000 current students who have benefited from your willingness to give back Thank You. LetThereBe.ucla.edu
Sample Volunteer Engagement Email Page 25
Giving History Specific to Group (Sample) Page 26
Page 27 6. Contact Information Campus Partnerships Identify areas that coincide with interests and opportunities for engagement and partnerships o Various centers, campus initiatives, study groups, etc. Campus Resources Please reach out to the relevant contact, as listed below, if you have any questions pertaining to their department. George Touma Alumni Scholarships Development 310-983-3065 gtouma@support.ucla.edu George Brown Alumni Scholarships Program 310-206-0622 gbrown@support.ucla.edu Adrian Meza Financial Questions about your funds 310-825-3371 ameza@support.ucla.edu Kristine Werlinich Regional Alumni Engagement 310-825-4676 kwerlinich@support.ucla.edu Patricia Nguyen Diversity Programs Engagement 310-825-9225 pnguyen@support.ucla.edu Cia Ford Affinity Network Engagement 310-206-0684 ciaf@support.ucla.edu
Page 28 7. Statistics Statistics, when used in communication materials, can emphasize your point in a persuasive manner o Visuals displaying statistics can be even more powerful, if easily understood and presented clearly Balance being realistic and honest with opportunity and aspiration o Eg. Frame low contributions as an opportunity to reach short-term goals and to leave a legacy Alumni Scholarships: 30% of Alumni Scholarships are sponsored by 35 Alumni Networks, totaling 178 scholarships and $264,100 In FY13-14, Approximately 44% of Alumni are Millennials digital engagement is a large part of interaction with these alumni Individuals who are providing talent (i.e. volunteering) are 3x more likely to give Membership in the prestigious Alumni Scholars Club (ASC) includes: o Access to cutting-edge leadership development programming. o Alumni-to-student mentoring. o Networking opportunities with UCLA alumni. o Eligibility to receive additional need-based funding up to $5,000/year. AY 2016/17 Alumni Scholars Awarded Freshman 2016 Transfer 2016 TOTAL Ethnicity Asian 47 11 58 African American 7 2 9 White 58 21 79 American Indian 3 1 4 Latino 33 11 44 Pilipino 7 2 9 Pacific Islander 1 0 1 Other/ N/A 18 6 24 TOTAL 174 54 228 Special Interest Foster Youth 1 1 2 LGBT 7 7 14 Legacy 20 1 21 Undocumented 3 1 4 TOTAL 31 10 41 Gender Male 57 14 71 Female 84 28 112 Other 2 2 4 TOTAL 143 44 187
Page 29 UCLA For over 10 years, UCLA has been the most applied-to University in the U.S. A top-ranked public university in the nation for more than two decades (U.S. News and World Reports) Note: Update as of Nov. 2016 State Funding State funding in California for higher education has been cut over the last decade from $630 million to $379 million With today s economic shift, state funds now constitute only 7 percent of UCLA s total revenues. As a result, the cost of tuition for a California resident to attend UCLA has increased 72 percent in the past five years
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Page 31 Dramatic cuts in California state funding over the last decade mean that students today are paying almost five times as much as students just 16 years ago in 2000
Page 32 Financial Need Nearly 40% of UCLA students come from families with annual incomes of less than $50,000. 52% of undergraduate students receive financial assistance 38% of undergraduates received Pell Grants (federal funding for families with income less than $50,000) among the highest in the nation 37% of undergraduates received Cal Grants (state funding for students with financial needs and minimum GPA requirements) Over half of UCLA students depend on scholarships and grants in order to attend New Achievements More than one-third of UCLA students are the first in their families to attend college For 2016-16 incoming class, 41% would be the first in their family to graduate from a 4-year college Nearly 3,200 international undergraduate students call UCLA their home each year Academics The average GPA for admitted incoming freshmen is 4.39, with an average SAT score between 1940 and 2240 Over 125 majors and over 80 minors are offered at UCLA
Page 33 Diversity According to The Chronicle of Higher Education, UCLA is the nation s most economically diverse school UCLA has been designated No. 6 on College Choice s list of Best LGBT Friendly Colleges and Universities in 2016 with 24 student organizations and leadership opportunities o UCLA s population identifying as LGBTQ exceeds the national average of 4% Williams Institute Undergraduate Diversity 1% African American/Black 3% 13% 4% American Indian/Alaska Native Asian/Pacific Islander 33% Hispanic 27% White 19% Domestic /Ethnicity Unknown International Gender - Undergraduate Profile, Fall 2014 44% 56% Women Men